Technology Thursday: Nielsen Acquires Attribution Modeling Firm Vendor IQ

Nielsen has announced they are purchasing Visual IQ.  Why is this important? Nielsen's bread-and-butter clients are consumer packaged goods firm who do can not necessarily track the attribution of their advertising investments like other products sold online. The Visual IQ acquisition will help fulfill their promise of a "full-funnel solution".  Today, Nielsen's current offering includes audience and media measurement courtesy of its Total Audience product along with targeting and execution through the Nielsen Marketing Cloud. Visual IQ will bring the capability of linking Nielsen's offline attribution products with an online solution.  This is a step in the much needed direction of transparency where marketers and agencies can truly give value to their marketing investment.